ЧИТАЈУЋИ НЕОЛИБЕРАЛИЗАМ: ТЕРАПИЈСКИ И СПИРИТУАЛНИ ЕЛЕМЕНТИ ЛИТЕРАТУРЕ ЗА САМОПОМОЋ У ПОСТСОЦИЈАЛИСТИЧКОЈ СРБИЈИ
READING NEO-LIBERALISM: THERAPEUTIC AND SPIRITUAL ELEMENTS OF SELF-HELP LITERATURE IN POST-SOCIALIST SERBIA

Summary/Abstract: Self-help literature is now widespread, and its goal is to provide a series of specific tips to its readers and to show them how to manage their lives according to their personal preferences. The paper examines the connection between the discourse of self-help literature in Serbia and the project of neoliberalization in our country and the transformation of the self that follows it. Relying on management studies, in the text, the recommendations of domestic authors of self-test books are brought into line with the neo-liberal economic order, which aims at the production of an entrepreneurial, independent, self-confident and reflexive subject. In order to do this, self-help literature combines therapeutic and spiritual elements in order to motivate readers for improvement and overcome restrictions that hinder them to achieve their desires. These therapeutic and spiritual elements are the subject of the analysis of this text.

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